The State of Video Advertising


This post originally appeared on ClickZ on September 2, 2013.ClickZ-Logo.jpg

By Julie Ginches, VP of Marketing

The online advertising industry is going through so many changes, it’s hard to keep up. But there are two trends that take center stage, given their incredible growth: video advertising and programmatic marketing.

Online video has flexed its marketing muscle, delivering such stellar brand and performance lift that it has earned a permanent place in the marketer’s budget. With 80 percent of all Internet users able to recall watching a video in the past 30 days – and 46 percent claiming they took some action after viewing the ad – we can expect video advertising to dominate (according to the Online Publishers Association).

Programmatic marketing is the other force, with some 19 percent of all display media purchased via real-time bidding (RTB). As of late, programmatic has been creeping into spheres outside of display, including mobile, video, and even guaranteed campaigns. With technology that can, in real time, optimize the context in which an ad appears – and personalize the creative based on the user – programmatic marketing is nothing short of a godsend for marketers who are under pressure to deliver measurable return on ad spend (ROAS).

Recently I caught up with Tal Chalozin, CTO and co-founder of interactive video advertising technology provider, Innovid. Tal guides technology development and implementation, product creation, and business development activities across the company. We chatted about how he sees the video industry growing, as well as where we can expect it to intersect with the programmatic world.

Check out the full article to see Tal and Julie’s conversation over on ClickZ, The State of Video Advertising